Razorfish + Mobile

Mobile Clients : Adidas, AOL, Audi, Axe, Best Buy, Carnival Cruiseline, Citi,
Dow Jones, eBay, Godiva, JC Penney, Nike, Ralph Lauren, Visa, XM Radio
and others

Platforms: Mobile web, iPhone OS, Android

Photo by DJ-Nike on Flickr
prologue
For the past several years our clients in Europe
and Asia have been embracing mobile….
Europe - Adidas
Europe - AXE
Asia - Nike
But in the U.S. there wasn’t much demand for
mobile, until….
Photo by Vedia on Flickr
 All of a sudden, clients are interested in mobile
(particularly iPhone) and are beginning to ask us a
lot of (the same) questions…
… so here are 5 principles to address the
questions that clients are asking us.
5 principles
For mobile UX
Principle no. 1 – Get your hands dirty
 Principle no. 1 – Get your hands dirty

 Invest in innovation

 Build skills, learn by doing

 Ideally give money, or time

 Freedom to fail

 Share knowledge, archive experiments

Principle no. 2 – Choose your platform carefully
 Principle no. 2 – Choose your platform carefully

 Know the target audience: what phones, OS, carriers customers are using

 Device agnostic or native application (or hybrid)?

 iPhone is probably the best bang for the buck (stability, exposure in iTunes)
Sometimes mobile web makes more sense…
Principle no. 3 – Embrace “mo-jile”

Photo source: w3.org

 Principle no. 3 – Embrace “mo-jile”

 Agile development seems particularly suited for mobile.

 Cross-functional disciplines (creative, ux, tech)

 Control of feature set

 Rapid development process

 Test early and often

 Hybrid process – “mo-jile”?

-
 A hybrid agile approach for mobile ux

Agile Build Phase

SOW > Visioning Phase >

Sprint 1 > Sprint 2 > Sprint 3 > Sprint 4 >

• High-Level • Product Brief • Visual comps

Functionality
• Prioritized Features
/Functions • Wireframes
• Contract

• High-level App • Task flow diagrams

Architecture & Roadmap
• Code production
• Prototype (key
functionality) • Supporting
infrastructure Set-Up
• Business rules
• Rapid User Testing
• Visual styleguide
• Release
 Core team snapshot

Developer
FA

PM
• Supports Management of • Ensures alignment with • Building the prototype
the Backlog business objectives and into a real site
throughout process
• Explains functionality • Bug fix of the real site
between the prototype • Keeps project on track
and the real site (timing and budget) • Launch Support

• Attends both the Tech and

UX scrums
Designer

Content and Copy

Experience

• Partnering with UX to • Creates a draft of stories • Validates that evolution of

for the planning meeting the prototype can be
fulfill the early
development of comps, supported from a content
wireframes and copy • Creates work flow through feed perspective.
decks that enable prototype
prototype development
• Leads Consumer Testing
 Principle no. 4 – Sweat the details

v v v
 Principle no. 4 – Sweat the details

 Don’t throw out the standard experience deliverables just yet

 Application architecture diagram, wireframes, task flows, feature matrix

 Gestural methods, sound, microphone, camera, accelerometer

 UX suddenly got a lot more complicated

-
Principle no. 4 – Sweat the details
Principle no. 4 – Sweat the details
Principle no. 5 – Be Unique
 Principle no. 5 – Be Unique

 Difficult to stand out from the crowd

 Take risks

 Push the envelope technologically

 Focus only on core features (strengths)

-
Principle no. 5 – Be Unique
Principle no. 5 – Be Unique
Principle no. 5 – Be Unique
Principle no. 5 – Be Unique
Principle no. 5 – Be Unique
Principle no. 5 – Be Unique
5 principles recap
1. Get your hands dirty
2. Choose your platform carefully
3. Embrace “mo-jile”
4. Sweat the details
5. Be unique

Rinse + repeat
epilogue
 The iPhone has set a new benchmark for user
experience

Photo by duncandavidson on Flickr

 But is it just the tip of the iceberg?

Photo source: Slashgear.com

Augmented reality was available first on Android…

Photo Source: Mobilizy.com

Advanced telecommunications services on iPhone
have been problematic…

Photo source: Techcrunch.com

PCs and Phones continue to converge
New devices and platforms bring enormous
possibilities coupled with potentially huge
usability headaches.
Welcome to the golden age of mobile usability…
e: kyle.outlaw@razorfish.com
t: @koutlaw